• 디지털융복합연구
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• 제17권5호
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• pp.207-215
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• 2019

본 연구에서는 비디오게임 이용자가 인식하는 내적 및 외적 동기부여와 몰입이 게임 충성도에 미치는 영향을 알아보고자 수행되었다. 또한 이러한 관계에서 몰입이 실제로 매개역할을 수행하는지도 확인해 보도록 하였다. 기존 연구를 토대로 설문지를 작성하여 분석에 필요한 설문결과를 취합하여 이를 기반으로 연구결과를 확인해 보았다. 실증분석 결과 게임 이용자의 내적 동기부여 및 외적 동기부여는 게임 충성도에 유의한 영향을 미치고 있는 것으로 나타났다. 여기에 몰입이라는 매개변수가 매개효과를 발휘하고 있음도 확인하였다. 다만 외적 동기부여는 내적 동기부여보다 영향력이 높지 않음을 아울러 확인할 수 있었다. 향후 가상현실 게임이나 기능성 게임 등의 발전에 본 연구에서 제시한 사용자의 내재적 가치변화에 관한 부분을 적용해 볼 수 있을 것이다.

• 한국IT서비스학회지
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• 제18권1호
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• pp.13-26
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• 2019

This study analyzes the characteristics of lending-based crowdfunding of various crowdfunding models, identifies the factors affecting the use of the general public, and provides suggestions for the policies set by real estate crowdfunding businesses and related authorities. To analyze the service's adoption from a cognitive perspective, this study developed a new model that combined the Value-based Adoption Model (VAM), motivation theory, and a set of variables that take into account the characteristics of the real estate industry. For empirical analysis, survey was conducted from the general investors of real estate and valid 252 data were utilized by R 3.2.2. The results of this study showed that both government regulation and the perceived risk are hindering the perceived values and intention to use crowdfunding for real estate. In contrast, this research found that among the intrinsic motivation, enjoyment had a significant impact on the perceived value. In addition, it turned out that among the extrinsic motivation, market attractiveness, brand credibility, expected return, and safety and protection had significant impacts on the perceived value. Finally, it showed the perceived value of real estate crowdfunding had a positive impact on the intention to use.

• 한국의류학회지
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• 제34권4호
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• pp.628-641
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• 2010

This study investigates the relevance among the clothing purchase motivations, selection criteria, customer satisfaction of collaborated fashion products, and conspicuous consumption by adults located in the cities of Seoul and Incheon who have experience in collaborated fashion product shopping. The results are as follows: 1. Conspicuous consumption was identified with three factors: symbol of position, pursuit of fashion brand/quality, keeping up appearance. Customers were segmented into two subdivisions of a lowly involved group with conspicuous consumption and a highly involved group with conspicuous consumption. 2. Clothing purchase motivations with collaborated fashion products were identified with two factors of esthetical value and reasonable ostentation. Selection criteria with collaborated fashion products were identified with the two factors of extrinsic attributes and intrinsic attributes. Customer satisfaction was identified with one factor. 3. Highly involved group toward conspicuous consumptionpursued more into esthetics value, reasonable ostentation and considered more into extrinsic attributes through collaborated fashion products than the lowly involved groups. Customer satisfaction of a highly involved group toward conspicuous consumption was higher than the lowly involved group. 4. The symbol of position had a positive relationship and the keeping up appearance had a negative relationship in regards to both the relevance of conspicuous consumption and the clothing purchase motivations, selection criteria, and customer satisfaction of collaborated fashion products.

• 유통과학연구
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• 제13권12호
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• pp.105-111
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• 2015

Purpose - Many global companies across industries are paying significant attention to co-creation activities, which enable consumers to participate in firms' value creation process, as a main model of new product development processes. In this study, we aim to examine different types of co-creation activities and their effects on consumer attitudes. We focus on upstream co-creation, downstream co-creation, autonomous co-creation, and sponsored co-creation. Upstream co-creation includes firms' control and management in the initial stage of new product development and prototype testing. Downstream co-creation indicates that consumers participate in firms-initiative activities at a later stage in new product development, such as public relations and marketing communications. Autonomous co-creation includes consumers' commitment activities in the absence of firms' rewards. However, under the sponsored co-creation, consumers can return monetary and social rewards from firms through their co-creation activities. The hypotheses regarding the effect of co-creation on consumer attitudes are as follows. (H1, H2, H3, H4) Upstream, downward, autonomous, and sponsored co-creation has positive effects on consumer attitude. (H5, H6) As intrinsic motivation increases, the positive effect of upstream and autonomous co-creation increases. (H7, H8) As extrinsic motivation increases, the positive effect of downward and sponsored co-creation increases. Research design, data, and methodology - To achieve our research goals, we analyzed responses from 246 samples from Korean consumers and verified the proposed hypotheses using a linear regression model. The samples include Korean consumers who experienced upstream, downstream, autonomous, and sponsored co-creation by firms. Results - First, both upstream co-creation and downstream co-creation with firms and consumers are found to have positive effects on consumer attitudes. Second, autonomous co-creation and sponsored co-creation are found to positively affect consumer attitudes. Third, consumers' intrinsic motivation has a fit-effect between upstream co-creation and autonomous co-creation, and their extrinsic motivation has a fit-effect between downstream co-creation and sponsored co-creation. Consumers who have strong intrinsic motivation are affected by upstream co-creation and autonomous co-creation. However, consumers who have strong extrinsic motivation are affected by downstream co-creation and sponsored co-creation. Conclusion - These results indicate that the fit between consumers' co-creation participation types and consumers'motivations is a significant factor in determining consumer attitudes. The results of this study imply that various types of consumer participation actually improve consumers' attitudes toward products and brands. In addition, our study also suggests that firms should consider the fit between co-creation types and consumers' motivations when they initiate co-creation activities. In this study, we survey consumers who participated in firms' co-creation activities. Future studies can compare different types of consumers. For instance, we can examine the different in different test by comparing experienced versus inexperienced consumers. Finally, we expand this research to user-generated content topics. This attending issue focuses on the mechanism that breaks down the boundaries and barriers between consumers and producers.

• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.939-945
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• 2020

This study aims to develop propositions about the factors that influence the purchase intention of private label products. These factors are: in-store promotion, visual merchandising, store image, and customer value. This study elaborates on some of the results of previous studies that have examined the factors that influence purchase intention of private label products that have been published on Google Scholar and indexed by Scopus between 1991- 2020, to develop a proposition. This paper fills a lack of Studies which discuss purchase intention from a consumer behavior perspective. From the perspective of consumer behavior, purchase intention is influenced by three factors, namely: intrinsic factors including: consumer value, extrinsic factors including: in-store promotions, visual merchandising and store image, and consumer factors. This paper defines purchase intention as the effort and strong urge to buy a particular product in the future, the possibility of considering buying the product, the decision to rebuy the product and the desire to recommend the product. The main findings of this research are several propositions, namely: in-store promotion, visual merchandising and store image directly affect customer value and purchase intention. The following propositions are: In-store promotion, visual merchandising and store image influence purchase intention mediated by customer value.

• International journal of advanced smart convergence
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• 제10권2호
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• pp.138-144
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• 2021

The purpose of this study is to analyze the relationship among selection attributes, consumption value brand attitude, fun, brand loyalty and quality of life. The subjects of the empirical study were selected by the Korea Fashion Industry Research Institute using the convention sampling method and the quota sampling method for 241 consumers who have purchased brands classified as "athleisure" within the past year For each variable constructed to verify reliability and validity of the measurement model, reliability tests using Cronbach' alpha were performed using IBM SPSS Win Ver. 23.0. To verify the unidimensionality of the measurements, we conducted a confirmatory factor analysis using AMOS 22.0 and a structural equation model to determine the structural relationship between variables. As a result of the study, First, both intrinsic and extrinsic attributes, which are sub-factors of selection attributes, have been shown to have a significant effect on consumption value. Second, consumption value has been shown to have a significant impact on brand attitude and fun. Third, brand attitudes have been shown to have a significant impact on brand loyalty. Finally, fun has been shown to have a significant impact on quality of life.

• 한국IT서비스학회지
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• 제14권2호
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• pp.355-373
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• 2015

Social networking services (SNSs) serve to strengthen people's social relationships by providing ways for people to utilize such relationships especially like workplace. With the development of the internet worldwide, the number of SNS users is rapidly growing and a wider range of service types have become available. In this study, we designed a research model with a focus on what makes people use SNSs at workplace and how it is associated with changes in relationship quality and their intention to continue using the services and analyzed data collected for the research model. Theoretically, intrinsic and extrinsic motivation was invoked and measured, in terms of hedonic and utilitarian values, and satisfaction and trust were adopted as variables of relationship quality. Data were collected from Facebook users using workplace, and a partial least squares (PLS) analysis was made on 188 data points. The analysis results showed that two forms of motivation-hedonic and utilitarian-are separated from each other in their influence and that utilitarian value is more important than hedonic value, especially when it comes to users' satisfaction. In addition, the analysis found a weak relationship between satisfaction and trust in SNS environments; this was a little different from the results of previous studies.

• 한국정보시스템학회지:정보시스템연구
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• 제25권3호
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• pp.31-60
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• 2016

Purpose In 2016, the market size of mobile(m-) shopping goes beyeond more than half of a total of online shopping. People use smartphones as the main device for m-commerce. Under the circmustances, this study attempts to address why people prefer to use smartphone-based m-commerce. In other words, it is necessary to understand the main value that smartphone-based m-commerce creates. Drawing on the studies of consumption value, this study focuses on utilitarian value in predicting customers' continuance intention in the context of smartphone-based m-commerce, recognizing that utilitarian value is a key extrinsic motivation in the goal-oriented, performance-oriented shopping contexts. Furthermore, this study identifies factors affecting customers' utilitarian value from the perspective of benefits and costs, following the notion that it represents the result of evaluating a trade-off of benefits and costs caused by smartphone-based m commerce. More specifically, in this study, ubiquitous service, location-based service (LBS), transaction speed, and price utility belong to the benefit dimension, whereas technology anxiety and cognitive effort belong to the cost dimension. Design/methodology/approach To test the proposed hypotheses, the study conducted partial least squares (PLS) analysis with a total of 294 data collected on users with experience in smartphone-based m-commerce. Findings The results show that first, utilitarian value is increased by the benefits, such as ubiquitous service, transaction speed, and price utility. However, LBS has no direct effect on utilitarian value. Second, the noteworthy finding is that ubiquitous service and LBS greatly increase transaction speed. Third, technology anxiety and cognitive effort considered as the cost dimension are negatively associated with utilitarian value but their impacts on it are non-significant. Finally, the results support the argument that utilitarian value is a determinant of continuance intention. Overall, the findings imply that utilitarian value greatly depends on the peception on benefits rather than the aspect of cost in smartphone-based m-commerce. Overall, the findings offer new insight into the studies of m-commerce by considering and verifying the impacts of its benefits and costs simultaneously.

• 경영정보학연구
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• 제5권1호
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• pp.129-146
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• 2003

기술 투자와 거래의 증가는 기술가치 평가에 대한 관심을 증대시키고 있으나 평가의 전문성과 기술가치의 다양성으로 인해 객관적인 기술 가치 평가가 용이하지 않은 문제점을 가지고 있다. 이 연구는 웹 기반의 대화형 기술가치 평가(WITV) 시스템을 개발하고 이 시스템을 이용한 기술가치의 평가 및 기술가치의 전략 분석에 그 목적을 두고 있다. WITV 시스템은 내적 기술가치(IVT)와 외적 기술가치(EVT)로 구성 된 기술가치 매력도(TVA) 모형을 이용하여 기술가치를 평가하고 해당 산업에서 기술의 가치를 제고하기 위한 전략을 분석하는데 이용되고 있다. 이 연구는 코스닥에 등록된 IT산업 의 중소 제조기업을 대상으로 TVA 모형과 WITV 시스템의 타당성과 적용가능성을 실험하였으며, 실험결과에 의해 그 효용성을 검증하였다.

• 한국의류학회지
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• 제21권2호
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• pp.357-367
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• 1997

The success of apparel goods mainly depends on the purchase behavior of end use consumers. The decision making processes of apparel merchandise are very complicated according to the many information cues available to the consumers. The country-of-origin is one of the extrinsic cues to affect the consumers 'decision. To study the effect of country -of-origin, the Polo style knit shirts were chosen as stimuli to the male and the female subjects (total 527) aged from 18 to 35. The identical nine shirts (3 countries$\times$3 levels of price) were carefully manipulated for the treatments. The three countries labelled are Italy as industrialized country, China as less developed one, and Korea. In addition to the country-of -origin, the prices of the shirts were exposed to the respondents. The price levels were 14,000 won for the low, 39,000 won for the moderate, and 64,000 won for the high price level. The findings were as follows: 1) As price was increased, the perceived value and purchase intention were decresed. Price was not statistically significant to perceived quality, but it was significant to perceived value and willingness to buy. 2) The merchandise of "Made in Italy" was evaluated higher than those of "Made in Korea" and "Made in China" The country-of-origin had statistically significant influences on the perceived quality, perceived value and also willingness to buy. 3) The interaction between the two factors, country-of-origin and price, was not observed.n and price, was not observed.